TV Campaign

Objective

Promote the TV brand, showcase key product features and drive purchase of TVs at Costco among Costco members who are in the market for a TV.

Solutions

A leading TV brand successfully promotes its brand, showcases product features and drives purchase with a multi-month campaign on Perion’s Costco TV Network.

Research Approach
A third-party research partner, MFour Mobile Research, collected a total of 400 mobile interviews from December 7 to 21, 2023 among Costco members who were in the market for a TV. There were 189 Costco members in the Test and 211 in the Control groups. On average, it took 10 minutes for Costco members, who qualified, to complete the mobile survey. Members who successfully completed the survey were incentivized by MFour Mobile Research.

Results

Based on self reported Costco member mobile survey data, the campaign delivered double digit increases in current and future purchase of the promoted brand, both at the warehouse and online at Costco. When comparing mobile survey responses from the Test vs. Control Costco members, there was a:

• 67% increase in purchase of the brand at the warehouse during the campaign
• 39% increase in likelihood to purchase the brand at the warehouse in the next 3 to 6 months
• 43% increase in likelihood to purchase the brand on Costco.com in the next 3 to 6 months

Overall the campaign recall was strong, exceeding norms at 47%.

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Source: Effectiveness study, December 2023, MFour, Mobile Research. Member data is based on self reported mobile survey data.